Showing posts with label IoT. Show all posts
Showing posts with label IoT. Show all posts
Wednesday, July 10, 2019
Sunday, February 8, 2015
Flow Advertising
Intimate Data Will Be Key to the Internet of Things
From New Screens to Flow Advertising, Messages Will Be More Personal
By Tom Goodwin. Published on February 06, 2015. 1 Reprints Reprints
AD AGE REPORTS
Research Report
Creativity Reimagined
This report explores the thinking behind the ways marketers and their creative agencies engage with consumers through building communities.
Learn more
Remember in the early days of the internet, we'd "go online" -- after waiting for our sister to get off the phone first -- and we'd hear that loud dial-up noise, and the internet felt like a thing? It was a place we went, and it felt real. Nowadays, we celebrate that the online and offline worlds are blending, and to some extent it's true, but you can still feel the edges. We've got passwords to remember, we've got places with no connectivity, and we still have to add on a data plan to our phones.
When technologies have really arrived, they blend into the background and they become unnoticeable, like oxygen or electricity. It's this context that best describes the internet of things. Behold an age of small sensors everywhere and a world of continuous interconnectivity and environments that respond intelligently to our every move. The internet becomes a connective ambient layer, in the background and all-knowing. It will be a time of data-sharing, predictive computing and cognitive outsourcing.
This new world brings about vast sums of data, creates a plethora of new screens to connect with, and above all else, provides new ways to make decisions. In this environment, what is the role of advertising if our refrigerators are buying the milk?
Intimate data
The first change comes from data. If we're wearing watches, clever clothes and using sentient spoons, our heartbeat, moods, location, stress levels, calendars and search activity are all being recorded, shared and analyzed. If we circumvent for now the obvious privacy concerns, we're armed with the best data we've ever had. Forget big data. When you have intimate data, little else seems important.
If we assume that programmatic is about buying against audiences, not channels, the next stage will be about buying people at a moment in time -- buying micro-moments to serve hyper-relevant personal ads. If we go even further and assume that this information layer makes suggestions, the ads of the future may be promoted routes in our cars, notifications on our smartphones that it's about to rain and an Uber is close, or money-off codes for holiday resorts when sensors on our smartphones detect we're getting stressed.
AD AGE REPORTS
Ebook
Advertising Age Essentials
Check out Advertising Age’s line of ebooks on Amazon covering Online Branding, Local Marketing and Facebook strategies.
Learn more
New screens
I'm not planning on watching TV on my fridge anytime soon, but we are about to see a variety of new screens that could convey personal messages to users. It seems likely that wearables will be pushed heavily, but that's not the limit. From larger in-car screens to bigger tablets, from smarter washing machines to projected images on our stovetops, we're at the edge of a time when messaging can come from anywhere.
In this future, perhaps smart mirrors will be able tell us the weather for the day and our clocks will turn red when we're running late. The smart home should become an environment that aids us, with smart furniture that wraps us with thin, ambient information. In this environment, advertising becomes the key nudge when consumers need to make a decision, with algorithms that offer suggestions.
Flow advertising
Advertising agencies have oddly arranged themselves around channels and clients, when what matters most is people. This will soon change. Flow advertising will be a practice that allows campaigns to focus around people. It will be an extension of cross-screen advertising to a place where ads can become more personal, with sequential ad units that build over time to move people down the funnel. From rich immersive brand ads to special offers and links to purchase, soon advertising will create and funnel interest in a more seamless way. Calls to action will change, from clap-to-download mobile coupons to buy-now buttons that become a layer across the internet. The architecture of advertising is about to become way more advanced, interesting and wave-like, pushing interest through to purchase and tracking effectiveness.
Let's plan for the future now
The internet of things and smart homes aren't new -- they've been promised for decades. But regardless of consumer adoption of this technology, we need to understand that everything is getting digital, and that what matters are consumption contexts, not channels. I propose we banish the names of channels and the word "digital" forever -- it's all just the modern world now, and the pipes are becoming increasingly irrelevant. We need to work around people and new calls to action. Let's make advertising embrace this, and look back with embarrassment on the days when sticking a TV ad on Facebook was labelled innovation.
From New Screens to Flow Advertising, Messages Will Be More Personal
By Tom Goodwin. Published on February 06, 2015. 1 Reprints Reprints
AD AGE REPORTS
Research Report
Creativity Reimagined
This report explores the thinking behind the ways marketers and their creative agencies engage with consumers through building communities.
Learn more
Remember in the early days of the internet, we'd "go online" -- after waiting for our sister to get off the phone first -- and we'd hear that loud dial-up noise, and the internet felt like a thing? It was a place we went, and it felt real. Nowadays, we celebrate that the online and offline worlds are blending, and to some extent it's true, but you can still feel the edges. We've got passwords to remember, we've got places with no connectivity, and we still have to add on a data plan to our phones.
When technologies have really arrived, they blend into the background and they become unnoticeable, like oxygen or electricity. It's this context that best describes the internet of things. Behold an age of small sensors everywhere and a world of continuous interconnectivity and environments that respond intelligently to our every move. The internet becomes a connective ambient layer, in the background and all-knowing. It will be a time of data-sharing, predictive computing and cognitive outsourcing.
This new world brings about vast sums of data, creates a plethora of new screens to connect with, and above all else, provides new ways to make decisions. In this environment, what is the role of advertising if our refrigerators are buying the milk?
Intimate data
The first change comes from data. If we're wearing watches, clever clothes and using sentient spoons, our heartbeat, moods, location, stress levels, calendars and search activity are all being recorded, shared and analyzed. If we circumvent for now the obvious privacy concerns, we're armed with the best data we've ever had. Forget big data. When you have intimate data, little else seems important.
If we assume that programmatic is about buying against audiences, not channels, the next stage will be about buying people at a moment in time -- buying micro-moments to serve hyper-relevant personal ads. If we go even further and assume that this information layer makes suggestions, the ads of the future may be promoted routes in our cars, notifications on our smartphones that it's about to rain and an Uber is close, or money-off codes for holiday resorts when sensors on our smartphones detect we're getting stressed.
AD AGE REPORTS
Ebook
Advertising Age Essentials
Check out Advertising Age’s line of ebooks on Amazon covering Online Branding, Local Marketing and Facebook strategies.
Learn more
New screens
I'm not planning on watching TV on my fridge anytime soon, but we are about to see a variety of new screens that could convey personal messages to users. It seems likely that wearables will be pushed heavily, but that's not the limit. From larger in-car screens to bigger tablets, from smarter washing machines to projected images on our stovetops, we're at the edge of a time when messaging can come from anywhere.
In this future, perhaps smart mirrors will be able tell us the weather for the day and our clocks will turn red when we're running late. The smart home should become an environment that aids us, with smart furniture that wraps us with thin, ambient information. In this environment, advertising becomes the key nudge when consumers need to make a decision, with algorithms that offer suggestions.
Flow advertising
Advertising agencies have oddly arranged themselves around channels and clients, when what matters most is people. This will soon change. Flow advertising will be a practice that allows campaigns to focus around people. It will be an extension of cross-screen advertising to a place where ads can become more personal, with sequential ad units that build over time to move people down the funnel. From rich immersive brand ads to special offers and links to purchase, soon advertising will create and funnel interest in a more seamless way. Calls to action will change, from clap-to-download mobile coupons to buy-now buttons that become a layer across the internet. The architecture of advertising is about to become way more advanced, interesting and wave-like, pushing interest through to purchase and tracking effectiveness.
Let's plan for the future now
The internet of things and smart homes aren't new -- they've been promised for decades. But regardless of consumer adoption of this technology, we need to understand that everything is getting digital, and that what matters are consumption contexts, not channels. I propose we banish the names of channels and the word "digital" forever -- it's all just the modern world now, and the pipes are becoming increasingly irrelevant. We need to work around people and new calls to action. Let's make advertising embrace this, and look back with embarrassment on the days when sticking a TV ad on Facebook was labelled innovation.
Wednesday, July 30, 2014
Connecting the Dots: Consumers Mixed over Connected Future
Connecting the Dots: Consumers Mixed over Connected Future
High enthusiasm, low awareness about the internet of things
The premise of the internet of things (IoT)—that everything can and will be connected—is by turns enticing and intimidating. Who wouldn't want the ability to cool a room before returning home or have the oven start to cook the evening meal remotely? What business wouldn't want to keep closer, more up-to-the-minute tabs on inventory thanks to stock items that can communicate levels and whereabouts?
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A completely connected future, while increasingly within reach from a technological perspective, remains cloudy from the consumer standpoint. General awareness of the IoT is still low.
Consider the results of a May 2014 survey from SOASTA, a platform for performance testing websites and mobile apps. The survey found 73% of US adults were unfamiliar with the IoT, while only 6% of respondents described themselves as “very familiar” with it. However, when prompted with more details, 67% said they were excited about the promise of greater connectedness.
Enthusiasm about the prospective benefits of a more technology-driven future is a long-running theme that dates to the Industrial Revolution. Emblematic are the results of a March 2014 survey by Pew Research Center's Internet Project in conjunction with Elon University’s Imagining the Internet Center. Some 1,606 technology experts and highly engaged US internet users were polled about whether they thought the IoT would have “widespread and beneficial effects on the everyday lives of the public by 2025.” A significant majority—83%—said yes.
But the road to that technology-centered future will be long. Thinking of just one small niche within the broader IoT landscape—the smart home—most US internet users (85.0%) did not own a single smart home device, according to a May 2014 AYTM Market Research survey. And of that group, over half expressed little interest in owning one.
“Consumers have pretty limited awareness of the internet of things as a concept, but there is enthusiasm for a future punctuated by a range of new, internet-connected devices and applications,” said Noah Elkin, executive editor at eMarketer. “As more name brands get into the game, from Apple and Google to big-box retailers like The Home Depot, Best Buy and Staples, just to name a few, expect consumer awareness to grow. Just don't assume uptake will happen overnight.”
There is no standard definition for the “internet of things” (IoT). The term generally denotes an advanced level of networked connectivity between objects, platforms, systems and services that enables the exchange of data without human intervention. The premise behind the IoT is that any object, whether natural or manufactured, can gain the ability to transmit data over a network.
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